We live in a competitive society, and healthy competition is a great motivator for business. By keeping our eye on the competition we can learn a lot, borrow a little and strive for uniqueness to find our niche.
You can learn a lot from your biggest competitor by following their marketing through their newsletter, Facebook account and online advertising. Getting to know how your competitor attracts business can help you identify ways that you can position your own company in the restaurant services industry.
Discovery
Spend some time researching your competition’s background and current marketing plan. Using the following discovery methods, you can learn from the competition’s strategy.
- Newsletter: Most companies have a newsletter and you can easily go to their website and sign up for it. Scan through their announcements and visit relevant pages on their website. Improve your own newsletter by highlighting the services and products you think your competitor is neglecting.
- Sales and Specials: Study your competitor’s sales and special offers and see if you can find more creative ways to get your customers’ attention. Focus on customized services and specials that show off your company’s strengths. Are your service technicians specially trained? Do you have special certifications? Is your experience in helping customers with outdated exhaust systems?
- Website: Since competing hood cleaners and restaurant service providers don’t have a brick and mortar store to walk through and observe, you’ll need to study their website and online presence. You can learn a lot about a company by the way they market themselves. Look for ways that you are different from your competitor and would appeal to your prospects and clients.
Analysis
After you have done your research, you can chart your discoveries on a graph or spreadsheet, and figure out where they are missing the boat or where you have specialized expertise. Some suggestions as to methods include:
- Complementary marketing: Using your competitor’s marketing plan, advertise complementary kitchen exhaust cleaning services to your customers. Many people see competitive ads, and then come to their preferred company for competitive deals.
- Niche marketing: After examining what your competitor has to offer, look for a niche where you can shine. What services do you offer your restaurant clients that are your strengths? Perhaps you can offer a free consultation or evaluation when they place a service order or download a free maintenance guide?
- Demographic marketing: Find your unique demographic and market your special features to them. Does your company specialize in specific model exhaust cleaning or educating new restaurant owners? Or do you have the knowledge base to clean and repair older model equipment?
Competitive Differences
Healthy competition is a good thing, but lambasting your competitor in a negative manner can come back to bite you later. Find ways to compete that are professional and above board, because nasty, negative campaigns tend to escalate into mud-slinging frenzies.
Respect your competitor for their hard work, and prove yourself by finding your own place in the industry. As you find your own niche, your sales and customer base will grow.